Why are so many Brits still afraid to invest? And can an AI squirrel really change that?

In this episode of the Mouthy Money podcast, Edmund Greaves and Chris Tuite look at the Government’s push to get more people investing, including a controversial marketing campaign reportedly built around a “savvy” AI-generated squirrel. Will a multi-million pound advertising drive boost retail investing in the UK, or is it missing the real barriers holding people back?

We explore:

▇ Why investing in the stock market still feels intimidating to many people

▇ The psychology of “investophobia” and risk aversion

▇ Why most people are already investors through their workplace pension

▇ The cultural stigma around being an “investor”

▇ Cash ISAs vs Stocks & Shares ISAs and whether tax policy can shift behaviour

▇ Why pensions are often described as “free money”

▇ The legacy of the 1980s TellSid campaign and what modern campaigns can learn from it

▇ How index funds, diversification and long-term investing actually work

▇ Practical ways to overcome inertia and start investing

We also debate whether the UK needs clearer messaging, stronger financial education, or even a government-backed investment fund to kickstart a new investment culture.

Subscribe for straight-talking conversations about personal finance, investing, pensions, ISAs and building long-term wealth.

Chapters

00:00 – The government wants more people investing

02:00 – The £7–10m AI squirrel campaign explained

05:30 – TellSid vs modern financial marketing

08:00 – Investophobia: why people fear the stock market

11:30 – Risk warnings, paralysis and choice overload

14:00 – The cultural cringe around being an “investor”

17:30 – You’re already an investor (thanks to your pension)

21:00 – How capitalism rewards investors

23:30 – Index funds, diversification and long-term returns

25:30 – Cash ISAs, tax policy and behaviour change

27:30 – “Free money”: the workplace pension argument

29:30 – What would actually get Britain investing?

31:00 – Final thoughts and practical takeaways

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DISCLAIMER

This video is produced for general informational purposes only. It should not be construed as investment, legal, tax, mortgage or other forms of financial advice. If in any doubt about the themes expressed, consider consulting with a regulated financial professional for your own personal situation. Past performance is no guarantee of future results. Investments can go down as well as up and you may get back less than you started with. Investments are speculative and can be affected by volatility. Never invest more than you can afford to lose. For more information visit ⁠⁠⁠www.fca.org.uk/investsmart⁠. Please note, video captions are auto-generated and may not be 100% accurate.